Search by job, not by trade name
Homeowners rarely know to call a "masonry contractor"; they search for tuckpointing, a cracked chimney, a sagging retaining wall or a new paver patio. Build ad groups around those jobs and give each a landing page with photos of that exact work. The trade-name terms still deserve a small group, since they bring property managers and general contractors looking for a sub.
Advertise within your license classification
Some states regulate what a contractor may advertise. California's Contractors State License Board requires the license number in all forms of advertising, websites included, and forbids advertising work outside the classifications you hold. The CSLB's own example is a C-29 masonry contractor, who cannot advertise electrical work without also holding a C-10 license.
Before you add ad groups for concrete, waterproofing or fireplace inserts, confirm your license covers them in your state.
No masonry category in Local Services Ads
Google's US list of Local Services Ads categories does not include masonry at the time of writing, though it does include Foundations services. For most masonry contractors that makes Search the main paid channel on Google. If you also do foundation repair, check whether that category fits part of your business and run it alongside Search.
Negatives: jars, lodges and namesakes
"mason" collides with mason jars, Freemasons and Masonic lodges, the Perry Mason TV series and towns such as Mason, Ohio and Mason, Michigan. Keep "mason" out of broad match, prefer phrase-match job terms such as "brick mason" or "stone mason", and load these negatives before the first click.
Seasonality and proof of work
Freeze-thaw damage drives spring repair searches in cold states, while patios and walls are booked from late winter for summer installation. Keep a modest winter budget for estimates, then raise it in spring. On the landing page, show close-up photos of mortar color matching and joint work: homeowners judge masonry on details they can see.
